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Launching Vic’s & The Vine.

The Challenge

Buzzworks Holdings is one of the fastest growing independent bar and restaurant groups with twelve venues within its portfolio in Ayrshire and beyond.

Working alongside Buzzworks we have previously led communications strategies to launch its first venues outside of Ayrshire including The Coach House in Bridge of Weir and Scotts bar and restaurant at Port Edgar Marina, South Queensferry.

Following 16 years of business in the heart of Prestwick, Elliots bar and restaurant was set for a significant investment from Buzzworks, heralding a complete transformation and new chapter for the much loved venue.

It would be reinvented as two offerings, with a brand new name – Vic’s & The Vine. The venue of two halves included a relaxed restaurant, The Vine, and a separate traditional bar with a modern twist, Vic’s.

Buzzworks: Media Relations and Influencer Engagement Buzzworks: Media Relations and Influencer Engagement

The Campaign

We led a campaign of strategic communications which we drip fed to local and trade press announcing the planned transformation, teasing CGI’s of the new venue and finally unveiling the new-look destination in Prestwick.

Elliots had a perception of popularity but based on current trends and customer feedback, a change was welcomed.

Closing a venue which has been part of the local community for so long with many treasured memories can be a tricky message to share and that’s why a tactfully created communications strategy was key – especially with the local audience.

CSR activity was weaved into the project plans with a local beach clean completed in the weeks before reopening as Vic’s & The Vine and messaging of Buzzworks as an employer and key contributed to the local economy remained at the forefront.

The investment and innovation in areas such as cooking technology and venue design were great platforms to showcase Buzzworks on a national media and trade scale throughout the campaign.  

To mark the opening, over 600 regulars, Buzzworks Benefit card holders and local business representatives attended to a show-stopping re-launch event with live music, entertainment and samples of the new menus. 

Maintaining momentum from the initial launch, in the months that followed we established a partnership with a national women’s magazine title as a host venue for an exclusive reader event.

Buzzworks: Media Relations and Influencer Engagement Buzzworks: Media Relations and Influencer Engagement

The Results

Throughout the campaign we secured over 130 pieces of coverage across national, local and trade media titles.

This included competition placement to be among the first to visit the transformed venue and first look reviews from key local media titles.

Following an initial bedding in period, we hosted an exclusive private evening for influencers and journalists to enjoy the best of both venues with a carefully curated nine course tasting menu and perfectly paired cocktails.

This resulted in 53 hits across social media as well as a mention on a Scottish national radio station the next morning.

Momentum has continued to build for Vic’s and The Vine as it continues to be a staple of the Prestwick High Street attracting custom locally and further afield.

Buzzworks: Media Relations and Influencer Engagement Buzzworks: Media Relations and Influencer Engagement

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